K11 MUSEA's Christmas sales from members surge by nearly 80% YOY

K11 Group's K11 MUSEA has seen a year-on-year surge of nearly 80% in sales from members alone during the Christmas period in 2023, thanks to its distinctive “Cultural Commerce” retail experience.

This comes as K11 MUSEA has collaborated with an array of international brands during the Christmas and New Year season, in an effort to offer diverse and immersive experiences to draw in young consumers, families and tourists.

Over the past six months, K11 MUSEA has partnered with over 15 international fashion and beauty brands to set up exclusive pop-up stores, with the most recent one as the Dior Carousel of Christmas Dreams. This event marked the first launch of the limited-edition Café Dior in Hong Kong.

Moreover, K11 MUSEA partnered with Swiss luxury watch brand IWC Schaffhausen to launch the ultimate pro-level F1 racing simulator, enabling visitors to experience the adrenaline and speed of an F1 race circuit. Through diverse promotional activities, the group aimed to stimulate foot traffic and consumer engagement.

Meanwhile, the sales figures from KLUB 11's, a loyalty programme of K11, highest-spending Black Card members also exhibited a noteworthy 50% increase compared to the same period last year, affirming the brand's strong standing among merchants and high-end clientele.

Overall, both K11 MUSEA and K11 Art Mall have continued to experience sustained growth, with numerous restaurants reporting full capacity during lunch and dinner hours. Moreover, the jewellery and watches category stood out with a remarkable 86% year-on-year increase in member sales, while international brands and fashion apparel witnessed a significant surge of over 50% year-on-year in member sales.

To attract younger customers, K11 Art Mall has been partnering with brands that resonate among the young generation. During the Christmas season in 2023, K11 Art Mall launched a Christmas campaign “OH CHRISTMAS!” and partnered with different parties to launch various initiatives. 

For example, Nintendo launched a pop-up store at the mall, offering themed game zones, decorations and merchandise, limited original posters and stickers, featuring iconic video game franchises such as Super Mario, The Legend of Zelda, Splatoon, Animal Crossing and Pikmin. Furthermore, K11 Art Mall collaborated with Sony Music to present “Artisans Never Stop by Sony Music”, a physical recording studio onsite that allowed young musicians to become “singers” and step into a professional recording studio to experience the ultimate interactive music experience.

Don't miss: K11 MUSEA sees 30% surge in footfall since opening of 'Night Market by the Sea'

Back in September, K11 MUSEA saw a 30% increase in footfall traffic at night last weekend when compared to the previous week since the opening of Hong Kong's cultural waterfront market “Night Market by the Sea”.

Supported by FTLife Insurance, Kronenbourg 1664, Concord Insurance, Hong Kong Markets Organisation, and Yau Tsim Mong District Office, the launch of the Night Market was flocked with visitors during the twilight hours. The stalls offering specialty local food, including handmade Siu Mai and fresh lemon tea had seen snaking queues that grew as the night progressed, according to the release.

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